VOXI: Rebels on the inside: breaking conventions to launch a new brand

Vodafone, the telco giant, launched the first youth mobile provider, VOXI, in the UK to surpass Vodafone's consideration among under 25s.

Campaign details

Brand: VoxiClient: VodafoneAgency: Ogilvy & Mather / Wavemaker

Summary

Vodafone had a youth problem. Fourth place in market share, fourth for consideration and fourth for NPS meant the brand was simply not on the radar of UK under 25s. So when Vodafone approached us with a brief to launch a new product to this sceptical audience, we knew we'd have to do things differently. We needed to break free from the 'cold, 'corporate' image that clung to the mother brand.

Taking a leaf from its entrepreneurial 'youthquake' audience - who are rebelling for...

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